A driving circuit applies, to scanning electrodes of a liquid crystal panel with a memory effect, a scanning voltage composed of zero and a positive or negative unipolar voltage waveform, and also applies, to signal electrodes, a signal voltage composed of zero and a unipolar voltage waveform having the same polarity as that of the scanning voltage. Further, image data is displayed at a pixel of the liquid crystal panel with a memory effect during a plurality of scanning periods, such that the polarities of the voltages applied between the scanning electrode and the signal electrode at a portion forming a pixel of the liquid crystal panel with a memory effect during a first scanning period and during a subsequent period of the plurality of periods are inverted.